Third-party tracking firms AdMaster and Miaozhen have signed with Tencent's Mobile Internet Group (MIG) to create anti-fraud 'data labs' to combat invalid traffic.
Tencent's Beacon unit claims to have the most accurate mobile-ID database in China, with over 900 million monthly active users. It will act as an “extra screen” on top of AdMaster’s BlueAir technology to identify fraudulent traffic.
Miaozhen's lab, at the same time, will tap into the same Tencent data and use its deep learning techniques to build a 'data auditing' model.
Miaozhen and Tencent's ceremony
The three companies also pledged to work together to develop anti-fraud products and whitepapers in the future.
Tenly Wu, chief product officer of AdMaster (pictured below), who was present at the signing ceremony in Beijing yesterday, said that tactics in ad fraud have been getting more sophisticated in recent years, along with the development of programmatic. "Our ultimate aim is to make it more and more expensive for the parties to commit ad fraud, so as to deter their intention altogether,” he said.
Zeng Yu, vice president of Tencent, said the company has always been open to working with third-party agencies to increase transparency in the industry. “From my point of view, building a database of patterns in fraudulent traffic would serve in the best interest of the industry,” said Zeng.